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Run time: 7:35

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[Public Domain]



Handy (Jam) OrganizationWhite Magic (1940)

something has gone horribly wrong 8-p
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The physics, science and applications of light.

This movie is part of the collection: Prelinger Archives

Producer: Handy (Jam) Organization
Sponsor: Chevrolet Division, General Motors Corporation
Audio/Visual: Sd, B&W
Keywords: Perception: Light

Creative Commons license: Public Domain

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173.0 MB 
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WhiteMag1940_edit.mp4 67.2 MB 
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Downloaded 15,396 times
Average Rating: 4.00 out of 5 stars4.00 out of 5 stars4.00 out of 5 stars4.00 out of 5 stars

Reviewer: JayKay49 - 4.00 out of 5 stars4.00 out of 5 stars4.00 out of 5 stars4.00 out of 5 stars - July 2, 2014
Subject: Infrared

I always wondered what a rattlesnake sees so he can aim those fangs accurately.

...The wheels on a Chevy go 'round and 'round...all through the town.
Reviewer: nighthouse66 - 5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars - June 23, 2014
Subject: ICONIC
this one sort of strikes me as one of the top Prelinger attractions- simply for the visuals alone. Quite striking and definitely gets my attention while scrolling through the archive. Looked at as potential remix footage, its stunning and essential. Everything else about it is banal in the extreme, but these things are more interesting with the volume turned down.
Reviewer: Seto-Kaiba_Is_Stupid - 5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars - February 1, 2009
Reviewer: Classic_TV_and_Radio_Fan - 5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars - October 19, 2008
Prince Vegeta approves of this film.
Reviewer: Spuzz - 3.00 out of 5 stars3.00 out of 5 stars3.00 out of 5 stars - September 18, 2005
Subject: Light Brite! Lite Brite!
Jam Handy (cough Chevrolet) talks about light this time, and connects everything to Chevrolet vehicles. The topic this time is sort of scientific, educational and fun, talking about the many different forms of light, eg Ultra-violet, Infra-red and so on. As a matter of fact, for the first time on film! we see an infra-red demo on film. Again, this all ties to improvements in the technology in Chevrolet vehicles lighting. For some odd reason, that is not all that interesting. But oh well..
Reviewer: Jacko Tasticus - 3.00 out of 5 stars3.00 out of 5 stars3.00 out of 5 stars - June 7, 2005
Subject: The De Gnubel Effect
Chevrolet paid for this film in many significant ways. De Gnubel wasn't the first free spirit in the car industry to advance certain lame precepts that drew audiences from every strata and province of the American thinking mind. Expenses ran riot over and the denouement of the films later reedit ran into quite literally the thousands. Still, I used to own a Chevy and unlike what you are probably not thinking, it wasn't as a movie of any sort that became the most significant aspect of the choice of textual grammaticism. "Chevy flew and Chevy knew" may have picked up some aficionados as the trunk call of the day but between the lines grew the light show of which the film can only claim to be a small (is) part.
UV and IR aside, the movie is a neo - precognitive testament to the optimism rooted in a faith that in LundÂs Law, i.e. that the bigger the company the bigger the science. Those fat fiber optic cables scream of efficient carborundum rods. The parabolic reflectors, (which were incidentally relocated by Jim HandyÂs post production company), eke out something of the cavepersons in all of us. All in all itÂs going to be another long fall before science catches up with the Handy dream portrayed in short sweet moments in this edifying nail biter. Give me more of the biscuits any day anyway!
Reviewer: Wilford B. Wolf - 3.00 out of 5 stars3.00 out of 5 stars3.00 out of 5 stars - May 1, 2005
Subject: For whiter whites, use Jam Handy films
Typical Jam Handy-Chevrolet soft sell collabration, this time touting the latest advanaces in light science and eventually getting around to talking about Chevy's great new headlight design.

While there is some good science in this film still, showing the effects of ultraviolet and infrared light as well discoveries that would eventually lead to lasers and fiber optics, it's done in that fairly dry, straight forward Jam Handy manner, without any of the "huh?" moments that occasionally make them enjoyable. I did find it interesting, that one example done for the demonstration of ultraviolet was a hidden map showing anti-aircraft batteries. I wonder if the 1940 date given is accurate, or if this is eerie example of building war hysteria in the country.


Special optical printer wipes resemble shimmering sunbursts -- a nice touch.
Ken Smith sez: A typical prewar Jam Handy/Chevrolet theatrical one-reeler; slick, well-produced, and cleverly deceptive as to its true intent. It starts with a booming narrator boasting about "the magic of science...finding new and better uses for light." Next, we're subjected to a few faked pseudo-experiments designed to reinforce the idea that "light is magic." U.V. light (the narrator calls it "invisible black magic light") is depicted as a giver of vitamins, and we're shown faked infrared photography through "a screen coated with rubber." All this, of course, is mere sugar-coating on the way to the subtle plugs for Chevrolet's "new," "accurate" headlights that "apply the latest principal of scientific light control." This is demonstrated by "a remarkable new device" that looks like a paper cup with slits cut into its sides. Sure it's all fake, but it's great fun to watch. "Who knows what miracles are yet to come when the magic light of tomorrow comes into its own?"
21:00:57:00 - 21:01:39:00
ELS sailboat on ocean at dusk; LS ocean shoreline; VS of MS people on beach; MS woman laying out on beach (little boy playing with sand in BG)

21:01:39:00 - 21:01:48:00
High angle MS woman wearing swimsuit, laying on bed underneath tanning light; CU tanning light

21:01:49:00 - 21:03:03:00
CU desk light fixture; track out MS man behind desk, working with lights; man closes curtains, room goes dark; VS of CU fluorescent clock in varying degrees of light; CU fluorescent rod demonstrating ultraviolet photography; CU fluorescent liquid; VS man looking at letter with magnifying glass, lights fade revealing fluorescent map; CU National Bank check to Fred Smith for $20,000; light dims revealing $20.00 check has been tampered with

21:03:04:00 - 21:03:21:00
MS boy buying ice cream cone from older man (people walking by in foreground); VS boy eating ice cream; CU melting cones on vendor tray

21:03:22:00 - 21:04:21:00
VS woman sitting in chair as photographic adjusts lighting on her; CU woman shyly looking around; man places screen between woman and camera; CU woman (frame blurred)

21:04:21:00 - 21:04:35:00
MCU man shaving, watching himself in mirror; CU man rubbing his face

21:04:36:00 - 21:06:39:00
CU man's hand plugging in small light bulb; man places slatted cover over bulb; streaks of light emit from bulb; man rotates cover, light follows; CU overlapping light streaks; VS different apparatuses casting light in different ways

21:06:40:00 - 21:07:45:00
CU profile car headlight; VS illuminated car headlights; MCU man driving car at night; MS road at night as seen from inside car; VS high angle model of car on road at night, demonstrating high and low headlight beams; CU man's foot pushing petal on automobile floor; VS with safety rules superimposed over picture; ECU hand turning car ignition (mile per hour gauge in BG)

21:07:46:00 - 21:07:50:00
CU glass rod stirring liquid in beaker

21:07:50:00 - 21:08:09:00
VS illuminated fluorescent light tubes

21:08:10:00 - 21:08:17:00
TC: "The End" 'A Jam Handy Picture' superimposed over spinning hubcap


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